Do you know the difference between Logo, Isotype, Imagotype and Isologo?

Very often we heard “logo” to describe a brand, but did you know that there is a difference between the brands Mcdonald’s, Google, Puma, and Burger King? And they aren’t all logos, the difference is not only about the style but how was build too. Every brand needs to be built following the basic: the client Brief. With a complete brief in hands, we can decide which one is the best for the client a Logo, Isotype, Imagotype or Isologo for the branding/product/service. Also impacts on the company image, how the brand will be applied and the purpose. So that is why is very important to understand what kind of brand do you have or you need.

1- Logo is the most common term used by, well, almost everyone. “Logo” mens word and comes from the latin. So, additional elements like symbols, images or icons in the text does not represent a logo. Because a Logo is always a Lettering, typesetting, is only a grouping of letters or words.

2- Imagotype comes from “imago” latin that means “image” (This is my favorite and most common one). It’s the combination of the symbol/image + Lettering. The key is the balance between the icon and the word, they are typically used together and separately, so these could turn into an icon and a logo.

3- Isologo this one blends the Image/Icon + Text in a single element with interaction. They don’t work separately.

4- Isotype or “isos” from the greek that means “equal or identical”. In another words an isotype is the graphic representation of the business. Is just the icon or image that visually shows the values and personality of your branding/product/service.

Inside Isotype we have more 7 subgroups:

4.1- Monogram is the grouping, or combination of two or more letters or other graphic elements to form a symbol.

4.2- Anagram is a word combination to form a symbol.

4.3- Acronyms is the combination of the first letters of the company name

4.4- Signature is the branding/product/service author service works as signature

4.5- Initial is the first letter of a word

4.6- Literal Pictogram is an icon that represents an obvious figure

4.7- Abstract Pictogram is an icon that does not represent an obvious figure but represents a meaning

Wow, it’s a lot of definitions! But the most important here is to know the business to indicate which one fits better because each case should be treated separately. I hope with these explanations and examples I have taken your doubts. But if you have any questions leave a comment below, I’ll be happy to reply you.

By the away, are you looking for a brand? Let’s talk about your business and find which one is better for you Logo, Isotype, Imagotype and Isologo? Contact me 😉

Lorrane Lillian

HI THERE, I'M LORRANE.
I found myself in creativity and innovation. Graduated in advertising, I can create powerful pieces of Design: Hand Draw logos, advertisements, flyers, digital layouts. No matter what it is, it will be amazing.